爆料TV

Iv铆m Health entered 2026 in an increasingly crowded telehealth field. The company built its business on GLP-1 weight-loss treatment before expanding into women's and men's hormone health, with peptide therapies next 鈥� all in a category where several competitors were spending heavily to be seen and heard.

The Challenge

When Molly Weissman joined in January as Iv铆m's first in-house communications hire, the company had almost no consumer-facing PR. Her mandate was to build a program from scratch: establish trust for a relatively unknown brand, and give Iv铆m's chief medical officer a credible, consumer-facing voice in a category where bigger competitors could simply outspend a young comms function.

"When I started, we had almost no consumer PR 鈥� zero. Now, we've had over 30 hits in the past six months." 鈥� Molly Weissman, VP of Communications @ Iv铆m Health

The traditional path of chasing reporters and news pegs wasn't a reliable foundation to build on. As a former journalist herself, Weissman knew firsthand how much of earned media comes down to timing and luck: the right pitch can still lose to a reporter's deadline, or to another PR team getting there first.

Iv铆m needed a way to build credibility and reach on its own timeline, not the news cycle's.

The Solution

爆料TV became the mechanism through which Iv铆m could own its narrative rather than chase someone else's. Where a story published on Iv铆m's own site mostly reaches an audience that already knows the brand, 爆料TV gave Iv铆m a way to reach readers with no prior awareness of the company 鈥� the exact audience an emerging brand most needs to reach.

"It gives us control of how we own the narrative鈥� to not just be preaching to the choir. What 爆料TV's given us is a way to reach people who don't know about us yet, and provide the type of clinical expertise that separates us in our field, without having to rely on hitting a news moment exactly when it happens, or pitching a reporter at the exact right moment."  鈥� Molly Weissman

That control also let Iv铆m use 爆料TV as a strategic lever for its chief medical officer, positioning her as a go-to expert as the company expanded into new categories, from a guide to GLP-1 side effects to explainers on hormone health and, most recently, coverage timed to the FDA's review of peptide therapies, where Iv铆m's chief medical officer testified before a federal panel. Each story built the case that Iv铆m's expertise, not just its advertising budget, was the differentiator.

The partnership pays off on two levels at once. On the front end, it builds consumer brand awareness and gives Iv铆m's content a home when it lacks the built-in reach of bigger competitors. Behind the scenes, it strengthens the SEO and GEO signals, like citations, backlinks, and authority, that increasingly shape how Iv铆m shows up in search and in AI-driven tools like ChatGPT, Perplexity, and Google's AI Overviews.

Results

Iv铆m's 爆料TV content has generated 1,400+ pickups and an estimated 1.2 million views across six stories published between February and June 2026, landing with newspapers and digital publishers in dozens of states, including major regional outlets and hyperlocal papers in metros across the US. 

The clearest signal of fit came right away. Iv铆m's debut story, on hair loss as a side effect of GLP-1 medications, was picked up by Newsweek and drove views that were proof of Weissman's predictions. The results were so strong that Weissman and her team had to double-check that the numbers were real.

"My first piece was a slam dunk, a home run, and I was immediately obsessed." 鈥� Molly Weissman

Subsequent stories on perimenopause, hormone health, and peptide therapies have sustained that momentum, each reinforcing Iv铆m's chief medical officer as a trusted consumer voice in the space. Beyond pickups and views, Iv铆m has seen branded search for 鈥淚v铆m Health鈥� rise considerably 鈥� one of the clearest available proxies for the kind of brand awareness that's otherwise difficult to attribute to a single channel.

"We're not going to be the loudest in the room, but can we work our way to being one of the most trusted voices? Even someone who's a patient of another telehealth company coming to our site to learn about the side effects of hair loss on a GLP-1 鈥� to me, that's a win. Over time, that compounds into brand awareness winning people over." 鈥� Molly Weissman

Looking forward

With demand outpacing what Weissman can write solo, Iv铆m is now testing a freelance writer to scale beyond one story a month 鈥� including topics that require original reporting, outside the scope of an in-house comms role. If that experiment works, Weissman sees Iv铆m moving to a higher-tier 爆料TV subscription for greater story volume and direct access to GEO analytics, extending the same strategy as the company's treatment offerings continue to expand.